Berry Bros. & Rudd, Britain’s oldest wine merchant and a name long associated with the Royal Household, has announced plans for its first-ever US store. Opening this autumn, the new retail location will be in Washington, DC, a city the company describes as being rich in wine enthusiasts and collectors.
From supplying George III’s cellar to navigating the complexities of modern e-commerce, BBR’s capacity to evolve has long been its strength. The Washington, D.C. opening, a landmark moment in its storied 326-year history, is seen as a nod to historic ties but also a clear-eyed move to secure future growth in the United States.
Trade, tariffs and timing
The backdrop to this expansion is as complex as it is timely. A renewed US-UK trade relationship has raised hopes for British exporters. Yet the fine wine industry continues to face significant headwinds with tariffs of up to 10% in place for many exporters.
In England, the company has felt the pinch of rising costs, cutting 30 of its 400 staff earlier this year, citing “extremely challenging global market conditions” and “significant cost pressures,” according to chief executive Emma Fox as reported in The Drinks Business.
From St. James’s to Capitol Hill
Founded in 1698 and still operating from its original London shop at No.3 St James’s Street, Berry Bros. & Rudd represents a blend of tradition and international business with offices in Hong Kong, Singapore, and Tokyo.
In a new campaign to “build brand awareness, and achieve specific marketing goals,” Berry Bros. & Rudd is encouraging potential wine collectors to ‘start with one bottle.’ It features three people from the art, fashion, and design world talking about how they started their wine collections. Shared across its website as well as through targeted paid advertisements on social media platforms to reach a wider audience, the legacy brand aims to bring the joy of collecting to a curious millennial audience.
Image: Philafrenzy, CC BY-SA 4.0